Ad Campaigns
Truefitt and Hill unveils #DareToSleep challenge for ultimate grooming experience
Mumbai: Truefitt & Hill, the world’s oldest barbershop with over two centuries of expertise, is all set to launch an exciting and unique campaign called the “#DareToSleep” challenge. The “#DareToSleep” challenge offers the luxury and premium experience of their signature service The Royal Shave, which is a 45 mins indulgence that begins with the application of hot towel wraps, gentle massage with pre-shave oil, shave, mini facial and a shoulder massage, enabling you to put your best face forward. In this challenge, Truefitt & Hill dare its patrons not to sleep as they avail of the Royal Shave. Get a chance to win a complimentary royal signature service worth Rs 2900/- on winning.
Truefitt & Hill has been the epitome of grooming elegance and sophistication, serving distinguished gentlemen from all walks of life. The “#DareToSleep” challenge takes their premium services to the next level, pushing boundaries and offering a one-of-a-kind experience to patrons across locations and beyond.
Since the campaign’s launch, Truefitt & Hill has received an astounding 500+ entries from prominent locations such as Delhi, Mumbai, and Bangalore, with registrations pouring in from every corner of the nation. The challenge has sparked a wave of anticipation and excitement among grooming enthusiasts, luxury seekers, and those seeking an adventure that transcends the boundaries of traditional pampering.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
